Department stores may be rallying this week, but there is a "big problem" ahead in the form of Amazon, retail consultant Jan Kniffen said Friday.
That's because right now Amazon only has 3 percent of retail sales but 50 percent of the growth in sales, he told CNBC's "Power Lunch."
"We are going to see 50 percent of sales online, non-bar, non-restaurant, by 2030," said Kniffen, a CNBC contributor.
Matthew Boss, equity research analyst for JPMorgan, believes that right now there is a balance of power playing out with the retailers.
"The reality is it comes down to the brands," he told "Power Lunch."
Smaller, regional players will be losers and Macy's may become more of a destination, he noted.
"They are all trying to battle with Amazon," said Boss.